Marketing for Coaches

June 28, 2012

If you want to be successful in business, you have to understand and appeal to your client’s deeper desires. Deep down, they want something, and they want it more than most other things.

When people say, "I can't afford it," what that really means is that they’d rather spend their money on something else, something they value more. People are pretty good at finding a way to afford what they really want. It's almost always about priorities rather than resources.

First of all, check to make sure you’re going after the people who are most likely to want what you’re offering. For example, if you offered to set me up with a lawn mowing service this summer, I’d say I can’t afford it. I bought a new lawn mower recently and have an able-bodied young person hanging around my house. So even though I have the money to pay for the lawn service, it feels like a waste of money. Wasting money is what I really can’t afford.

What I’d really love is a blissful week in a rental cottage at the beach. I can afford that, even though it will probably cost more than the lawn service. And it doesn’t matter how well you “sell” your lawn service to me – I’m saving my money for the beach.

Secondly, beware of mistaking casual window shoppers for qualified prospects. Casual shoppers tend to gobble up your time and free stuff and disappear when you ask “Are you ready to buy?” They are not your best prospects, and treating them as if they are will not change that. Focus on the highly qualified prospects. It’s easy to spot them, because:

They are at the point of need/urgency right now; resolving the issue is a top priority.

They have already researched their options; it isn't a question of "if" they’ll resolve the issue, but rather "who" will help them do it.

They’re intent on moving forward.

They place a higher premium on quality and value than on price.

They have the financial means to make whatever investment is required.

Aim for the hungry heart of your target market, and learn how to recognize a qualified prospect when you see one. If the person in front of you doesn’t check off all the boxes, it’s quite likely that YOU can’t afford to work with THEM.

2) Am I sending the wrong message?

There’s a whole psychology behind effective marketing communication, but one of the most basic things people get wrong is that they use low-budget language to sell high-end services.

If you want to attract price-sensitive clients, by all means, stick with words like "fast," "easy," "affordable" and "discount." And don’t forget “Attention, K-Mart shoppers!”

High-caliber clients, on the other hand, respond to confidence, quality and service. I’m not saying they don’t also appreciate a good deal, but you shouldn’t focus only on that aspect if you want to win their business. Words like "expert," "specializing," "custom" and "guaranteed" convey high-value appeal.

If you want to attract people who are more concerned with quality and value than price, you need to speak their language.

3) Am I selling the wrong thing?

Are you selling inputs rather than outcomes? Time, materials and effort are all inputs. In fact, the coaching process itself is an input. While you’re busy trying to justify the price with more inputs, your prospect is naturally trying to figure out how to eliminate as many inputs as possible in order to keep the cost down.

How you do what you do (i.e., input) is not the first thing to talk about; that comes later. First the customer wants to know what the outcome will be so they can figure out whether it will be worth it.

Examples of outcomes include: Making or saving more time/money, achieving a specific goal, reducing/eliminating a risk, gaining/expanding an advantage, creating or leveraging an opportunity, acquiring/mastering new skills, etc.

Another tip: Don't make price a selling point. When the client says “I can’t afford you,” naturally you feel you have no option but to lower your price to stay competitive.

You can see where that’s going to end up.

Don’t try to match price. Instead, find a way to differentiate based on the value you provide. What’s it worth to the client to have the results they want? What will it cost them if they fail to gain those results? How much time, money and effort could they save by using your signature solution over other, more generic solutions?

Focus on outcomes over inputs, and differentiate based on the higher value you provide, rather than trying to match a competitor’s lower price. Differentiation is where the true value is.

Conclusion

You don’t have to cringe when a prospect says “I can’t afford it” and you don't have to try and persuade them to change their mind about it, either. Instead, aim for the hungry heart of your target market, focus on outcomes and highlight the value that sets you apart. If you do that consistently, you’re far more likely to hear "When can we start?"

Kathy Mallary is a business development specialist who helps coaches get into high gear with both clients and cash flow so they can make a bigger difference and healthier profits. Get free resources for innovative coaching business models that expand capacity and add to the bottom line at www.spiritspring.com.

May 31, 2012

Like many coaches around me, my coaching business was affected by the economic downturn, and it culminated in the loss of a five-figure corporate contract.

That led me to the query: how have coaches who have been in business for over 10 years made it through tough times in the past, and how do they make it through this volatile economy? What kinds of time-tested marketing activities bring them consistent results? How do they decide which business-building strategies to adopt when there are so many to choose from?

To find the answers, I interviewed 11 veteran coaches. From these interviews emerged four key ways to make it through this soft economy:

Market consistently

As business owners, we need to run our coaching practice like a business, and continuous marketing is crucial. If you want quicker results, it works to generate face-to-face opportunities with prospective clients through speaking, networking or requests for referrals. Online marketing tends to take a longer time to bear fruit. These veteran coaches also pointed out that media interviews and/or articles tend to be more effective than advertisements.

Form a support network through a mastermind group or learning community

This was a “secret” in that not many of us knew it is a common practice amongst established coaches to support one another, without fee, through mastermind groups that meet regularly. They coach one another with best practices in marketing, coaching processes and personal breakthroughs.

Use flexible contracts instead of rigid long-term ones

Despite what some coaching schools and marketing consultants advise, some clients simply want sessions that are not tied to 3-, 6- or 12-month contracts. To sustain your business in a soft economy, it is helpful to be flexible with the contracting process.

Cultivate a resilient mindset

To sustain yourself during down times, find ways to “win” that have nothing to do with conventional definitions of success like getting clients, making money or obtaining certain material things. One of the interviewees talks about baking a cake when he feels stuck in order to experience a sense of accomplishment. And he offers a profound reminder: Is your purpose in life to have a fulfilling life, or to have a full practice at any cost?

Coaching is one of those vocations that can positively revolutionalize the world. My wish for you, dear coach, is that you will use these priceless insights to create a business that outlasts any tough times. Because the world needs you to serve the best of what is possible – right now.

Duanna Pang-Dokland is the author of Inspired and Prosperous: 11 World-Renowned Coaches Reveal Their Success and Sustainability Secrets. An ICF Chapter Past President, she works with corporate executives, business owners and coaches to design inspired and prosperous businesses they love. Connect with her at http://ignitingpossibility.com.

April 26, 2012

What is your favorite "go to" coaching tool? Coaches really shouldn't have favorite tools, but, let’s face it, we do. My favorite is acknowledgement; I have been using and experimenting with acknowledgement since I started coaching in 1997. Since that time I have seen this simple tool produce amazing results, and I believe that regardless of how great a coach you are, putting acknowledgment into your coaching tool box will make you a better coach.

When I first present this idea to people they say things like "I know what acknowledgment is. I acknowledge people all the time." You may even be thinking that right now. I would like to invite you to stay curious, because whatever you are currently doing, I can almost guarantee that it is not acknowledgement—not true, pure acknowledgement. Most people, even coaches, have not deeply contemplated the distinction between acknowledgment and other communication tools such as appreciation, compliments, praise and validation.

Often people assume acknowledgement exists within something else, like compliments, appreciation, validation, affirmation, thanking, recognition, praise or championing. These are well-used coaching tools. However, none of them are truly acknowledgment and more importantly they all have one big limiting factor—none of them are actually about the person to whom they are directed. They are about you.

Acknowledgement is a very different kind of communication tool that very few people, even coaches, are taking advantage of.

Acknowledgment is saying what a person did, or results they achieved, delivered with a tone of appreciation, curiosity or surprise, and without judgment.

Let’s look at the distinctions in this example:

A project manager has completed her project on time and on budget.

In this scenario, here is what our other communication tools would sound like.

Compliment: The project turned out great. You are so smart and capable. Appreciation: I really appreciate you completing this project on time. Validation: I see that you have given this project a lot of effort and thought. Affirmation: I think you deserve all the credit for this successful project. Thanking: Thank you for getting the project done on time and for all your effort on this project. Recognition: It is clear you are a very talented project manager. Praise: Awesome job. Championing: I told your supervisor that you were the right person for this project. Cheerleading: I told you, you could do it!

Most of us have used these with clients at some point; they are useful in a lot of situations. But, as I mentioned, they all have a limitation. Not one of these statements is actually about the project manager or what she actually accomplished. All of these statements are either opinion or judgment of the speaker about something the receiver did. Hang in there; this is the point where it gets hard. It doesn’t seem possible, but really take a look. None of the above statements are a statement of fact. They are an opinion and/or judgment about the fact, and therefore really about the person delivering them, not the person receiving them.

Here is what acknowledgement sounds like:

Acknowledgement: You completed the project on time and on budget!

{Tone is important here. Use a tone of appreciation, curiosity or surprise, whichever is most appropriate in the moment.}

Of all these communication tools, the only one that is factual and that puts all of the attention and focus on the other person is acknowledgement. Acknowledgment is the only one that is not about you as the giver. When people get true acknowledgment it is like jet fuel. It gives them energy, lights them up and spurs them on. It also gives them an opportunity to learn about themselves and own their accomplishments. I can’t count how many times I have observed a simple, well-timed acknowledgment literally change the way a client viewed themselves and their situation in an instant.

Sometimes the best coaching is not a question at all. But don’t take my word for it, go out and try it. A word of warning: Acknowledgment is an incredibly simple idea, but not easy to implement. Getting yourself and your opinion out of the conversation can be quite challenging, even for the best of us. Finally, stay curious and tolerate your learning curve. This may be a brand new tool for you, and if so, it will be a little clumsy at first. Hang in there and practice, practice, practice ~ your clients will thank you for it.

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Mattison Grey M. Ed., MCC (IAC) is a business and leadership coach, professional speaker and author. Mattison’s book The Motivation Myth is a powerful and provocative look at acknowledgment and explores how our current language of motivation actually limits peoples’ performance. http://greystoneguides.com/blog/

February 16, 2012

The more connected you are with qualified prospects, the more likely you are to win ideal clients. If that's true, why is it that so many coaches struggle to find and connect with their target market?

You either believe that your target market is leaving a trail that leads you to them, or you believe you need to create a trail that leads them to you. The first way is by far the easier, quicker and more profitable of the two.

Here are seven strategies that can help you pick up the trail of your best prospects and win more ideal clients:

Look for the 3 C's—concentrations, conversations and congregations. People in your target market share certain interests, and people who have common interests tend to gravitate towards each other and talk about the thing they're interested in. So your first task is to find these clumps of people who are talking about certain topics.

Use keywords related to your target market to search the three general areas where people tend to '"'clump" together: • Online forums and virtual communities • Groups on social networks, whether focused on business or personal interests (or both) • Industry and professional associations, which often have forums or networking events for members

Follow the leaders. Do a Google/Internet search for the more prominent thought leaders in your niche and pay attention to where they're showing up and participating, both online and offline (for example, public speaking events). Then follow them right into those nooks and crannies.

Watch and listen before you jump into the conversation. Once you've identified a community or group, don't just barge in and start talking. Take time to look at the history of the conversation and follow a couple of active threads to see what folks are interested in. Then watch for opportunities to introduce yourself and contribute; offer encouragement and resources, move the conversation forward, share your perspective in a positive way, etc.

Do NOT try to sell anything to the group, even if the community guidelines allow it. The people you meet online are not yet qualified to receive an offer from you—they haven't even taken the first step into your sales funnel (i.e., they haven't joined your mailing list). When you focus instead on building trust and relationship, your list will grow as if by magic.

When you find a good group, don't be shy about asking about the other groups and communities people belong to. This is like following a vein deeper into the gold mine.

Be both consistent and persistent. Put a structure in place so that you are searching for and participating in online communities on a regular basis. Don't stop after you find the first few places, or you'll get left behind as the market evolves. I have recurring tasks set up in Outlook that remind me to research and check in at various groups and forums. I invest time in research once a month and post/participate in forums and social networks every few days (more frequently on the more active groups.)

You can spend precious time and resources hoping that clients find you one by one, or you can be proactive and find a trail that leads you straight back to where tens, hundreds or even thousands of qualified prospects are buzzing about the very things that you love to help them with.

Happy hunting!

Kathy Mallary is a business development specialist who helps coaches get into high gear with both clients and cash flow so they can make a bigger difference and healthier profits. Get free resources for innovative coaching business models that expand capacity and add to the bottom line at www.spiritspring.com.

January 26, 2012

You can promote your coaching service by placing advertisements, direct mail or using flyers, yet these can be costly. So how can you attract clients to you?

Did you know that 135 million professionals are networking on LinkedIn right now? Many of these are decision makers and executive-level professionals from all kinds of industries. They are on LinkedIn to promote their brand and to look for solutions to their problems.

If you are an executive, financial, wellness or life coach and you are looking for more clients, you will definitely want to set up an optimized LinkedIn Profile. Optimizing your profile has two key benefits: First, you will increase the chance of being found when a prospective client does a search. Second, you will make a more positive first impression when this person views your profile.

Five Ways to Attract More Coaching Clients with an Optimized LinkedIn Profile

1. Fill up every field so your profile is 100% complete

Make use of every field to highlight your unique solution. Be sure to upload a professionally taken and friendly-looking photo. First impressions count and profiles without photos do not impress prospects.

You can also put in relevant keywords to highlight your niche, or the segment market you serve. These make you unique and relevant to your prospects. Just be careful not to stuff your profile artificially with keywords.

2. Brand yourself by claiming a meaningful "vanity name" in your public profile

LinkedIn automatically generates a web address for your public profile, but with a string of meaningless numbers. Associating yourself with numbers does not show you up as a person who is serious about your professional image or branding. Can you imagine saying, "Connect with me on www.LinkedIn.com/pub/your-name/1/14b/43v6754e3"? It is much easier to say, "Connect with me on LinkedIn.com/in/yourvanityname."

To change the URL of your LinkedIn profile, simply log into your LinkedIn account, select "Profile" and then, "Edit Profile." At the bottom of the overview box you will see the URL of your public profile. Click on the "Edit" button. Next, look for the link that says, "Customize your public profile URL."

3. Choose A Powerful Headline

LinkedIn allows you to enter a short Headline after your name (as shown in the diagram). This is where you will enter your 140-character elevator pitch. Craft this tag-line to be customer centric and appeal to your prospective clients.

For example, you can make use of location and indicate that you serve people in a certain area. Or you can indicate that you serve a certain segment market. Remember: If you try to serve the whole wide world as a "catch-all" coach that will not set you part from the other coaches. It is being the #1 in your niche area that will set you apart.

I suggest you draft a few versions of headline and ask for opinions. You can also do some testing by using different headlines and monitor the response. Once you have decided on the tagline try not to change it too frequently or you will lose your branding.

4. Make Use Of Sections

This is a new improvement on LinkedIn that allows you to highlight skills, expertise and languages to make you very relevant to your prospects. If you have publications and white papers you will also want to highlight those. That will instantly set you apart from the masses. You can find sections under the "More" menu.

5. Join Relevant Groups

Join groups that your prospects are likely to join—not to sell or share but to listen and observe. Listen in on their conversation so you understand their problems, pains, fears and frustrations.

As a coach you already understand the importance of listening. When you give your full attention to understand others they are drawn to you magnetically. They want to know you more. People like to do business with people they like.

So before you ask for anything (favor or a sale) listen, observe and contribute first. Once you have earned the right, then you can offer your solution as a way of adding value to the conversation.

Apply these tips and start attracting your prospects!

Louisa Chan is a certified Coach and Social Media Specialist who helps you get more clients. She speaks and conducts workshops on Social Media and is the author of the guide, "Master Social Media In 1 Hour A Week." Louisa has been featured on BFM Radio and Television Malaysia.